3.
media p lanning… plex media sel ection has become increasingly com …this activity is primarily tactical… iott there is a according to Percy and Ell‘trade-­‐off’ between… reach scheduling Percy and Elliott, 2009 frequency he bu dget s to be done within t…arguably this all ha

4.
media planning… s a his in a slightly different way, aY eshin, 2006, considers tbalance between… coverage frequency udget to maximise the two… there is never enough b g need to maximise advertisin…in media planning we g effectiveness through careful balancin

5.
d last week in the lecture… A lot of t his was covereAudience Research Media In formation M edia Consumption

6.
concepts… frequency key 006 De Pelsmaker, et.al.,, 2 xpected How many times a consu mer within the target audience is e iod to be exposed to the message within a certain time per cy? So… how do we determine frequen ber as to t he ‘correct’ num “there is no consensus hieve Y eshin, 2006, states that paign should seek to ac t an advertising camof exposures tha as… r strives towards is known…what the media planne Effectiv e frequency

7.
equency and effectiveness… fr ear-­‐in” and “ wear-­‐out” There needs to be a balance between “w irritation… Wear-­‐out resul ts in negative responses… such as e this …so minor tweaks to content can be beneWicial to overcom … High exposure is beneWicial as it can ase brand recall Make the m essage more memorable and increMakes attitudes more accessible and increases conWidence in that attitude Increases believability of claims Leads to greater front of mind awareness 006 De Pelsmaker, et.al.,, 2Can be a signal for brand quality

9.
frequency that Yeshin cites research from Krugman (1972) who put forward ieved a consumer only requires 3 exposures for the effect to be ach t sales He also cites Philip Jones (1995) who argues thaare achieved from one exposure It is important to note that frequency of exposure should vary by age… increasing frequency as the audience gets older (Dubow, 1995)

10.
frequency Optim al, effective frequency is linked to… e The advertising objectiv nt The type of m essage used – format, appeal, conte The product category The level of competition The target audience The media being used

12.
reach… t.a.l., 2006) (adapt ed from De Pelsmaker e another key concept to consider… can ntage of people who weTotal reach is the number or perce g the scheduled time frame expect to be exposed to the message durin seful rea ch However, it is more beneWicial to consider u nce onsum ers from the target audieIt equates to how many c sage are likely to see the mes So, TV may have higher total rea ch but specialist press would have seful reach

14.
Reach… S A more commonly used m easure is opportunities to see… OT y of This is the average probabilit has e target audienceexposure that th ple! reac h by reach… simYou divide gross ’s s Rat ing Points… GRPThis links to Gros

15.
GRP’s Adapted from Yeshin, 2006 P Reach x Frequency = GR osed to the message… of total audience expReach is expressed as a % ure multiplied by the number of times shown… frequency of expos well ‘targ et’ audiences so But it doesn’t t ake into account 5% of 18 exposures to 2 RP… could be a resultAlso a score of 450 G s to 50% of the audien ce of the audien ce or 9 exposure

19.
Other considerations… Yeshin, 2006 Media factors clutter ‘zipping and zapping’ attention scheduling Number of media used Repetition of exposure

20.
Contingency p lanning… The marketing and media environment is dynamic the Variables that hav e been used in the development of plan may alter… s Change in economic conditionChange in sales Change in competition Ideally the plan shoul d be Wlexible… so that we can act in response to changes

22.
Traditional planning… … Concerned with the “older” forms of media oor azines, outdTV, radio, cinema, newspaper, mag ethods Each chann el has its own audience research m ying n method of scheduling and buEach channel has its ow d b y channel in relationSo media planning is conducte et a llocated accordingly to these factors and budg

23.
Channel planning… Emerged in the 1980’s se to the growth and …prim arily as a respon e fragmentatio n of media choic h to ensure there are Adopts a holistic approac d oin ts’ with the bran multiple ‘touchp … er r ather than media Focused on consum et beha viour of the targ ed to understand the … but you really neaudience

24.
Integrated planning… Emerged in the 1990’s s linked to Focuses on the right content, for the right channel ion a consistent branded approach with no duplicat udget Being more effective with a limited b ategic focus here as opposed to There is more of a long-­‐term str a short-­‐term campaign

25.
unications planning… CommFocus since the millennium n More focused on the conversation betweebrands and consumers media nd via t he most effective ngagem ent with the braIt’s a bout consumer e

27.
In tegration… use integration… The IPA commissioned research into how campaigns ol led merging No integration… either one channel focus or an uncontr tform Advertising-­‐led… int egration via a common creative pla and/or message Brand idea-­‐led… uniWied by a shared brand conceptParticipation-­‐led… focuses on dialogue, experience and conversation Cox, 2011

28.
next week’ s seminar For folder Go to the module’ s X-­‐Stream site and the SEMINAR uploaded there…Read the articles sheet Answer the questions on the related work ial orksheet to the tutorBring your completed w